Checkoff Partnership Aims To Heat Up Summer

Two national retail brands are joining up with the beef checkoff to hopefully move a mountain of beef this summer.

May 27, 2006

Two national retail brands are joining up with the beef checkoff to hopefully move a mountain of beef this summer. Beginning June 18, the checkoff, Chinet plates and Frank's RedHot Sauce will partner in a beef promotion targeting 40 million U.S. consumers.

As part of an aggressive summer beef promotional blitz, colorful newspaper inserts will feature two hamburgers filling a sturdy Chinet® plate, and offer a discount on the paper product. There's also a quick, easy burger recipe using Frank's RedHot® Sauce, for those looking to spice up the all-American summer meal.

The product trio will also appear in a beef grilling and entertainment segment to air in June and July on Flavors® of America. This 30-minute cable TV show reaches 8 million U.S. households and is re-broadcast on public TV stations across the country. Show host and celebrity chef Jim Coleman will be joined by Chef Richard Chamberlain, author of "The Healthy Beef Cookbook," which was created via a partnership between the American Dietetic Association and the beef checkoff program. -- Joe Roybal